Android is one of the most popular mobile operating system, available on many devices ranging from feature devices to high-end powerhouses. Google that owns Android has tweaked its apps' design guidelines, and put a reminder of who is really the one behind the brand, by showing splash screens on its apps.
The graphical tweak is an acceptable part of Android design, and with that, Google is making use of it to remind users of how is the force behind the Android ecosystem. And not just that, Google added splash screens to also fight in against other big tech companies, but in a more passive and defensive way.
Having updated Googles' own applications, there is a white screen, an oversized app logo/icon, and the word "Google" presented across the screen.
As a branding effort to differentiate one app from another, a splash screen is indeed appealing. But the added cosmetics is increasing the loading time of the app, and users will have to wait longer before they'll be able to use the app. This was discouraged before because in Android's design guidelines, apps should load as quickly as possible.
Everyone likes fast loading apps. From Google, to developers and users. Google wants Android developers to use splash screens (if they want to) to cover the few seconds of loading time without sacrificing experience.
However, this defensive position is Google's way to brand Android in order to counter other tech companies, especially bundled apps from Microsoft that are shipped with some Android phones by default. This has made Microsoft's apps to compete directly with Google's offerings.
Cloud storage companies such as Dropbox are also getting more popular then ever. These third-party apps are competing directly with Google Drive, for example. And with them giving extra services such as photo and data backup, they can be a huge commercial threat to Google.
Branding Android is all about the battle of getting inside the consumer's mind.
Google is some how behind in pronouncing itself out loud, if compared to the likes of Apple and Microsoft. Android is playing its role as a brand on its own, putting Google as the owner aside. So as a solution to the situation, Google sees that it needs to do a bit of workaround on its design.
Here's what Google said in their Material Design guidelines:
"Branded launch screens are a good way to portray a brand while the app is loading. Take advantage of the loading time to display your logo or other elements that improve brand recognition. Avoid using text on this screen except your logo and, if applicable, a tagline."
What Google means is that a splash screen is necessary to protect your brand, but technically unnecessary for any other reasons. Google feels that it needs to protect its brand against its competitors that are running "freely" on its own platform.